Northwestern University Journal of Integrated Marketing Communications: Data Helps Companies Realize the Value of Delivering Social Benefits
by Lucinda Hohmann– Nov 10 2015
For consumer-facing businesses like restaurants, grocery stores and automotive manufacturers, fierce competition on price, quality and convenience leaves little space for differentiation. Yet, even in this parity market, companies like Chipotle, Whole Foods and Tesla have defied the odds and achieved spectacular growth. So, what is different about how these companies position themselves?
These companies are capitalizing on emerging consumer demand for products and services that deliver positive social change. To better understand how companies in fiercely competitive industries grow, our company, Mission Measurement, developed a methodology that predicts how various factors will drive consumer behavior.